A wine cult. A backyard toast. One edit that makes the argument better than a tagline ever could.

Bread & Butter is one of the top-selling above-$10 table wine labels in the US: over $300 million in annual retail value, a seven-time IMPACT Hot Brand winner. The first brief landed in May with an October launch target.

The brand had a real problem. Wine culture was intimidating exactly the people Bread & Butter needed to reach; 65% of young wine drinkers report wine feels complicated. The brief: make the brand feel like the obvious choice for someone who just wants to enjoy wine, without cheapening it or condescending to the audience. The platform: "Don’t Overthink It."

Producer, agency side. First campaign out of the gate on a brand-new account: no established playbook, no existing vendor relationships, and a creative concept that required choreographed ensemble performance on a custom-built set in another country.

Managed the full 360 production: coordinated with Fela Films and director Adrian Villagomez, brought in Neuf Cinq Films as the Montreal service company, hired choreographer Lauri-Ann Lauzon for the ensemble wine chant sequence composed by Apashe, and ran a parallel delivery across :30s and :15s in 16:9, 1:1, and 9:16 for broadcast, CTV, paid social, and organic. Color and mix through Mission Film & Design, with Andy Green on as freelance editor.

Two-day shoot. Montreal. Custom wine-cave set construction. US and Canadian production companies coordinated simultaneously.

The hero spot opens on a darkened wine cave: eight rigidly synchronized chanters in robes delivering an absurd recitation of wine terminology, set to Apashe’s original composition. Then a sharp cut: the same woman, bright table, laughing with friends, wine in hand. The reveal does what the tagline says. No explanation needed.

Every social execution ran the brand’s ampersand as its engine: "Pairs with haute couture & hot pastrami." High-brow paired with low-brow became the campaign’s social voice.